Sharp has been the PR AOR for Boston Beer’s leading hard cider, Angry Orchard Hard Cider, for the past three years. This includes developing fresh, creative ways to generate news on the brand throughout the year. In 2018, Angry Orchard was poised to introduce AO Rosé Cider, their biggest product rollout since the number one selling hard cider brand launched in 2012. Sharp’s goal was no easy feat – to garner the greatest share of voice of earned media within the competitive marketplace.
To kick off the launch, Sharp hosted an exclusive media event with lifestyle vignettes demonstrating how to stylishly entertain inspired by Angry Orchard’s Rosé Cider. Over 50 top-tier editors and influencers attended to learn about rosé/cheese pairings, mixing rosy-hued cocktails, setting an Instagram-worthy table, and more. Following the event, we executed an aggressive media campaign that resulted in over 100 articles within the first week of launch, with press excitedly proclaiming Angry Orchard’s Rosé Cider as the “drink of the summer.”
The new product launch received coverage in top-tier consumer outlets like Food & Wine, Cosmopolitan, USA Today, and more, resulting in over 520 million media impressions with the product leading in share of voice (70%) when compared to other beverage launches in 2018. Following the launch event, we curated a unique food and cider “mash-up” bringing Angry Orchard’s new rosé into the culinary world. In collaboration with New York City-based Davey’s Ice Cream, we created two Rosé Cider-infused ice cream flavors in conjunction with National Ice Cream Day. We introduced the new ice cream and rosé pairings to key media and influencers, and the partnership generated more than 398 million media impressions in Thrillist, Bustle, Refinery29, Yahoo!, Best Products, and more. Angry Orchard's Rosé Cider has been a hit ever since.